did you hear this, lance armstrong admitted to oprah winfrey he used peds and cheated his way to seven tour de france titles. will this admission, brian, help restore his brand? of course, this is a steroid-free and hormone-free hour at "power lunch." >> yes. as can you tell, my pipes aren't quite what they used to be. his brand, according to the people i talked to, is pretty much destroyed. was not helped by last night. i talked to one sports agent who represent olympic athletes and he said, no way will he ever make another dollar off himself but said every office he goes into now, he has it convince people that his clients aren't on performance enhancing drugs. that, according to him, is because of lance. >> neil wineburg, if the bank perpetrated this dishonest fraud that apparently mr. armstrong did, they would good out of business. wouldn't maintain their brand, would they? >> no. they would probably have about a thousand pages of regulation coming at them as well. in this case i think what lance today do was sell america on the idea he add change of heart. not just a change in tac